Due to high market competition in the fast food industry, fast food restaurants are more concerned about customer satisfaction. Therefore, the purpose of this research paper is to prioritize the three most important factors influencing fast food customer satisfaction and explore their perceptions and expectations. This is due to busy lifestyles, small families and urbanization, as well as the gap in the market value of a fast food business compared to the market value of a consumer food service.
The market value of Independent Consumer Foodservice is about 488,370 MB and the market value of Chained Consumer Foodservice is about 180,630 MB including fast food restaurant chains. The market value of fast food restaurant chains selling chicken and hamburger products reaches about 20,750 MB and the sale of Pizza products reaches about 8,180 MB (Tan Sethakij, 2013). According to the fast food market in Thailand, it is divided into 3 main groups which are chicken products (50 percent), pizza products (30 percent) and burger products (20 percent) (Banmuang, 2013).
Also, KFC will have 493 branches which is considered the highest number of fast food branches in Thailand. Based on the expectation and perception concept, the study will prioritize the top three crucial factors that influence customer satisfaction of fast food, according to the customer's perceived dimension. According to the above data, the purpose of this study is to prioritize the three critical factors to increase customer satisfaction among the target group of 15-29 years old in Thai fast food restaurant chains.
What are the top 3 factors among all perceptual dimension factors (service, product, and price) that influence fast food customer satisfaction among 15-29 year olds in Thailand.
LITERATURE REVIEW
Customer Behavior
Customer satisfaction' is the relationship between the individual's expectation and the individual's perception of the service in terms of service, product and price. Based on the correlation between level of customer satisfaction and customer behavior, 6 types of customers are identified as below. This group gives their frequent complaints so it is difficult and expensive for the company to handle.
It is the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. This service level considers a mix of what customers think "could be" and "should be". At this level, customers are still buying a product or service, even if it is not exactly what they want to get.
Adequate service level” that customers are willing to accept is called “the zone of tolerance”. To conclude, the zone of tolerance is the range that customers do not particularly notice in service performance.
Scope of Study
First topic in the journal is "Service Quality, Customer Satisfaction and Behavioral Intentions in Fast Food Restaurants" conducted by Qin and Prybutok (2009). 305 respondents who ate at fast food restaurants in the last month before taking the survey were college students at a large southwestern university in the United States. The results revealed that "Service Quality" and "Food Quality" were 2 main determinants of customer satisfaction in the fast food industry.
The second study examined is Min and Min (2011) who researched the topic of "Benchmarking the service of fast food franchises in the USA". The sample was 262 fast food restaurant customers who had eaten at 10 different fast food restaurants located in the southeastern and midwestern United States. The results of the comparative performance of fast food restaurants revealed that each restaurant in question is attributed differently to each service.
The most important service attribute for customers' impressions of service quality in fast food restaurants that did not change over time was “food taste”, followed by “competitive price”. For the fourth study, Law et al. 2004) studied the topic "Modeling the frequency of repeat purchases and customer satisfaction in fast food stores". The result showed that important factors affecting customer satisfaction in the fast food industry were waiting time, staff attitude, food quality and variety.
In addition, critical factors affecting customer satisfaction may or may not affect repeat purchase depending on the time period and characteristics of fast food restaurants. For the sixth study, Qin et al. 2010) conducted a questionnaire survey on the topic "Perceived Service Quality in Fast Food Restaurants: Empirical Evidence from China". Also, the fourth important dimension of perceived service quality in fast food restaurants in China was "reliability, repeatability, tangibles and responsiveness".
Based on ten factors for the selection of fast food restaurants used in this study, the results revealed that the important factors were price, variety of food, promotional offers and timely service. The customer's motivation for visiting fast food restaurants was a change of taste and to have fun for a memorable experience. 2002) investigated the topic “the variety-seeking behavior of Thai fast food consumers in the Bangkok metropolis”. The finding revealed that the 3 most important factors for visiting Thais' fast food restaurants were convenience, taste and social venue.
Conceptual Framework
In conclusion, although the satisfaction factors differ depending on customer perception in each country, “Food taste” and “Price” are the factors mentioned in each country in the above 8 magazines. 8 critical factors mentioned in the reviewed journal are food taste, food quality, price, waiting time, food variety, convenience, social venue and recovery. Moreover, "Recoverability" is considered as the new important service dimension by American and Chinese consumers.
Furthermore, the motivations for visiting the fast food restaurants of Asian customers such as South Korea, India, Pakistan and Thailand are to experience the new food taste and have fun.
METHODOLOGY
Primary Data Collection Method
In addition, respondents have time to develop and give reasons for their individual views without any influence from other respondents. The open-ended question approach was chosen to conduct qualitative interviews because it enables respondents to elaborate on their answers more openly and honestly. Open-ended questioning encourages others to provide information including their ideas, concerns, and feelings (Mend tools, n.d.).
Interview Process
A list of open questions is given under the conceptual framework that the fast food owners need to know exactly what the main factors that fast food customers care about, what their desired expectations and their current perception of each main factor are. By knowing that, the owners can create the effective marketing strategy to meet the customer's satisfaction and increase their competitiveness. Based on factors of services, product and price, what are the standard factors that you generally expect and care about from fast food restaurant chains.
Based on your experience visiting KFC stores, please explain in detail your standard expectations and satisfaction with current, desired and poor levels for each of the three key factors. What kind of service, product and price of KFC you are looking for in the future.
DATA ANALYSIS
- Demographic Data
- Data Analysis
- Data Discussion
- Recommendation
- Recommendation to Theory
- Recommendation to Application
Also, although all respondents knew that it was a fast food service, they were still concerned about both the service of the staff and the quality of the food. After collecting the top three factors of satisfaction that respondents are most concerned about (see Table 4.2), “Taste”, “Fast Service” and “Cleanliness” were ranked first. Regarding the service, the respondents did not expect high service from the staff because it was a fast food restaurant.
Another prime factor is quick service. 2004) indicated that waiting time was the most significant factors affecting college student satisfaction in the fast food industry. Furthermore, when customers chose fast food restaurants, speed was the most important factor that customers considered. Competitive price is the second most important factor for the fast food consumer's impression of service quality, which had not been changed over time (Min and Min, 2011).
Many studies showed that price was one of the important factors influencing the choice of fast food restaurants (Goyal and Singh, 2007; Ehsan, 2012; Patcharanukulkit et al., 2002). To conclude, although many previous studies had already revealed the critical factors that made customer satisfaction in fast food restaurants, the dimension that respondents in each country cared about the most is different. It reveals that customer expectations of fast food restaurants in each country vary depending on the cross-cultural implication.
Food” and “Service” are 2 main determinants of Thai customer satisfaction in fast food restaurant chains. And the most important factor that consumers visit is to eat the unique taste of fast food product. Moreover, the price of fast food is usually in the average price that every class of society can afford.
In order to maximize fast food customer satisfaction, this paper would like to recommend the fast food owners in 4 points. Then they will choose to buy and have a meal at this fast food restaurant more often. Fourth, restaurant cleanliness is considered one of the most important factors when fast food consumers determine their satisfaction level.
Therefore, the study would like to recommend fast food owners to focus on these 3 dimensions, especially toilet hygiene. A dirty toilet in a fast food restaurant can result in lost revenue, fewer guests and a bad reputation.
LIMITATIONS AND CONCLUSION
Limitations and Further Research
Further research should also examine the expectations of teenagers and young adults separately regarding fast food customer satisfaction. In addition, further research should investigate and prioritize the most important factors for each dimension such as taste dimension, cleanliness dimension and quick service dimension in the scope of service quality, food quality and perceived value. This research will provide a better understanding of each dimension that affects fast food consumer satisfaction.
Conclusion
The results of this study inform fast food restaurant owners that in order to increase the level of customer satisfaction, they should pay attention to the consistency of all factors, especially taste, prompt service and cleanliness. In addition, this study can provide valuable information to fast food owners who want to improve their fast food restaurants. To conclude, the research provides a better understanding of the key factors that most concern the target group.
It also shows how customers currently perceive fast food restaurants and what their desired expectations are.
Important factors for the selection of fast food restaurants: an empirical study in three cities of Pakistan.
